The literal brandlessness of Brandless is and always was a complete red herring. People are making apt comparisons to AmazonBasics, grocery in-house brands --

The literal brandlessness of Brandless is and always was a complete red herring. People are making apt comparisons to AmazonBasics, grocery in-house brands -- apt because these are all brands. People choose those goods for a variety of reasons including the reputation of those brands. With a modestly trained eye, people can spot the difference between a logo-free Old Navy white t-shirt and a Gap one (not to mentiono a Hanes t-shirt.) The lack of a logo doesn't make something without brand. This dynamic may have been lost on entrepreneurs more concerned with VC decks and tech stacks.